The Week in Multicultural Sports Marketing

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • David OrtizMLB All-Star David Ortiz announced a multi-year deal to appear on FOX Sports as a studio analyst for the network’s game coverage. Ortiz contributed as studio analyst throughout FOX Sports’ coverage of the 2017 postseason and will again be alongside Frank Thomas, Alex Rodriguez, and Kevin Burkhardt. Ortiz will make his 2018 debut during the network’s coverage of the 89th All-Star Game presented by Mastercard from Nationals Park in Washington, DC.


  • Gatorade has become the first primary partner for the Jr. NBA World Championship. The energy drink brand will have a variety of products for the participants and signage opportunities at each regional competition as well as the global event. In addition, Gatorade will manage the event’s off-court programming, including Gatorade Sports Science Institute athlete testing as well as heat safety and hydration sessions with professional athlete speakers.


  • The NFL and CBS expanded their streaming agreement. The deal includes game streaming access via mobile devices for CBS All Access and paid TV subscribers. Through 2017, mobile streaming rights had previously been exclusive to Verizon.
    “The 2018 season will mark a new era for NFL fans with unprecedented access to NFL games across digital platforms,” stated Hans Schroeder, Chief Operating Officer of NFL Media and Business, in a statement. Every NFL ON CBS game will be available to fans on mobile, including Super Bowl LIII next February.

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  • Golden Boy BoxingOscar De La Hoya’s Golden Boy Promotions is partnering with Facebook to produce five live fight nights. The events will air exclusively on Facebook Watch. The first encounter will be between WBA World Featherweight champion Jesus Rojas defending his title against Joseph “JoJo” Diaz Jr. at the Avalon Theater in Hollywood, on Saturday, Aug. 11. De La Hoya will be executive producer for both the fight cards and complementary programming.


  • Telemundo’s morning show Un Nuevo Dia hosts, “Chef James” Tahhan and Janice Bencosme, have been suspended indefinitely after being seen making slant-eye gestures referring to South Korea. In a statement released to USA TODAY Sports on Thursday, Telemundo said the behavior was “contrary to our values and standards.”


  • Minor League Baseball and Cartoon Network are teaming up for a summer-long promotion for the in-park “Best Summer Ever” program. The campaign will bring together baseball games and CN original series. Activities include pre- and post-game screenings, high-energy video mashups mixed with MiLB game and ballpark experience highlights, including in-game vignettes featuring Cartoon Network’s Stop Bullying Speak-Up campaign.


  • WENN Digital Inc., creator, and operator of KODAKOne Image Rights Management Platform, is talking about a partnership with Fernando Alonso, as the exclusive image registration, protection and license-monitoring solution for certain images and videos of Alonso.


  • Boxer Timothy “Desert Storm” Bradley Jr., inked a new multiyear contract extension with ESPN to continue to serve as a boxing analyst for Top Rank on ESPN, alongside Joe Tessitore and Mark Kriegel.